Kraft Powdered Drink Mix Designs

This is a series of concepts developed for Kraft Foods to merchandise products in the powdered drink category. Designs in this set display the header and how it would be incorporated into the full merchandising design and plan-o-gram.
I was called in after initial designs failed as they featured the powder & mixing. My approach turned it away from the making of the drink to focusing on the refreshing benefit to the consumer.
This is one of the those projects that is so broad in appeal to so many consumer groups that engaging designs could be generated for years.

Paul Cammilleri
PAULCAM Communication Design & Development Auburn, NY